1. Social Interaction Design
Davide ‘Folletto’ Casali
intenseminimalism.com

2. who am I?

3. hybrid professional

4. development

5. design development

6. psychology
design development

7. mindset

8. determination
1

9. determination
as constant self-improvement
1

10. team
2

11. team
working together is critical
2

12. fail fast
3

13. fail fast
try early and, if it doesn’t work, fail fast
3
@ http://www.paulgraham.com/articles.html

14. criticism
4

15. criticism
it’s good: accept it and build upon it
4

16. vertical vs horizontal
5

17. vertical vs horizontal
different kinds of intelligence exist
5
@ http://en.wikipedia.org/wiki/Emotional_intelligence

18. “ Our greatest glory is not in never falling,
but in raising every time we fall.
- Confucio

19. io n
a t
in s t m
rm fa c is
e te a m il ri ti | h
d te fa c v
1 2 3 4 5

20. theory

21. The walkman
Designed to isolate oneself,
used to connect people.

22. MoDe: Motivational Design

23. Functional Needs 1
Relational Motivations 2
Social Usability 3
Circadian Activity Flow 4

24. 1 Functional Needs
Action /
Satisfaction
Solution

25. 1 Functional Needs
Action /
Need Satisfaction
Solution
You have to go back to real
needs and solve them

26. FUNCTIONAL NEEDS
Word

27. FUNCTIONAL NEEDS
Word
but... text solves the need
of sharing knowledge!

28. FUNCTIONAL NEEDS
Google Docs
sharing

29. 2 Relational Motivations
competition excellence
affection curiosity

30. 3 Social Usability
Interpersonal Relations
How easy is it to find other people and connect to them?
How easy is it to keep those connections alive?
Identity
How rich is one’s personal identity expression?
How much are interests and passions expressed?
Communication
How fast can a message reach the other person?
How easy is it to handle conversations (1-to-1, 1-to-some, 1-to-many)?
Group Emergence
How easy is to create groups?
How active are groups once estabilished?

31. INT. RELATIONS Many ways to discover.
FriendFeed
channels
activities
friend’s faves

32. IDENTITY You can customize almost everything.
MySpace
background
music
avatar
menu blog
colors

33. IDENTITY Scattered identity.
Facebook
infos
photo
activities

34. COMMUNICATION Great messaging panel.
DeviantArt
chat
messages
comments
forums

35. GROUP EMERGENCE Groups at its foundation.
Google Wave
new discussions
discussions

36. 4 Circadian Activity Flow
It’s the sequence of small and
big actions made during the
span of a day, prioritized
through competing individual
value hierarchies.
The four most relevant factors determining the Flow:
Priority Easiness Proximity Efficacy

37. 4 Circadian Activity Flow
24 HOURS Task 1
Task 2
Task 3
Task 4
Task 6
Task 7

38. 4 Circadian Activity Flow
24 HOURS Task 1
Task 2
Task 3
Task 4
Insertion
Task 6
Task 7

39. “ It is a miracle
that curiosity
survives formal education.
- Albert Einstein

40. try, then go deeper

41. how many levels you need to
play in order to say that you know
how World of Warcraft works?
1. Level 30
2. Level 50
3. Level 80

42. hint: it’s more than just levels

43. occasional users
power users

44. many occasional users
power users

45. many occasional users
strong power users

46. it’s a balance

47. how many followers you need in
order to say that you know how
Twitter works?
1. 20 followers
2. 100 followers
3. 1.000 followers
4. 20.000 followers

48. you may have guessed it...

49. ...it’s not a matter of numbers!

50. different dynamics
with
different numbers

51. “ Men in general judge more from
appearances than from reality.
All men have eyes, but few have
the gift of penetration.
- Oscar Wilde

52. practice

53. Self improvement circle
Know
Do Think

54. User Centered Design
Know
Do Think

55. The process is important.

56. We refer to our overall approach as
"design thinking": a means of problem
solving that uses design
methodologies to tap into a deep
reservoir of opportunity. These
methods include observation,
prototyping, building, and storytelling,
and can be applied by a wide range of
people to a breadth of organizational
challenges.

57. ...some practices
Know Think Do
• Benchmarks • Brainstorms • Develop
• Analysis • Select solutions • Pair programming
• Best Practices • Scenarios • Automated tests
• Cutting Edge Solutions • Personas • Refactoring
• User tests • Wireframes • Releases
• Polls • Paper prototypes • Fixes
• Focus groups • Prototypes • ...
• ... • Visual design
• ...

58. Release fast

59. Release fast
Get feedback fast

60. Release fast
Get feedback fast
Iterate fast

61. The best companies do it.

62. Google
continuous user testing with labs, a/b, betas, etc.
@ http://news.cnet.com/8301-10784_3-9954972-7.html

63. BJ Fogg
many crummy trials beat deep thinking
@ http://www.slideshare.net/bjfogg/10-million-in-10-weeks-what-stanford-learned-building-facebook-apps

64. Apple
seems doing it... inside: 10 to 3 to 1
“Apple designers come up with 10 entirely
different mock ups of any new feature. Not,
Lopp said, "seven in order to make three look
good", which seems to be a fairly standard
practice elsewhere. They'll take ten, and
give themselves room to design without
restriction.
Later they whittle that number to three,
spend more months on those three and then
finally end up with one strong decision.”
@ http://www.businessweek.com/the_thread/techbeat/archives/2008/03/apples_design_p.html

65. “ Beauty and brains,
pleasure and usability
go hand-in-hand
in good design.
- Donald Norman

66. simplicity × complexity

67. “ Complicare è facile,
semplificare è difficile.
Per complicare basta aggiungere,
tutti sono capaci di complicare.
Pochi sono capaci di semplificare.
- Bruno Munari

68. Davide ‘Folletto‘ Casali
intenseminimalism.com
@folletto
folletto@gmail.com
SocialMediaLab
Milano, 13 novembre 2009
socialmedialab.net